IW_Communications Strategy

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Beef Group:

Who do you want to influence?
  • The extension workers
  • Small holder farmers
  • Researchers
  • Development partners
  • Private sector operators (feed processors, feed traders, etc.)

What would you like them to do?
  • Extension workers / Researchers / Development partners: Adopt the tools and use them for problem identification & advisory services
  • Farmers / Private sector operators: Benefit from outputs of better approaches

Is there a killer message?
"Better adoption of feed technologies and then better income as a result of increased feed production"
  • Better adoption of feed technologies
  • Increased beef production
  • Better income
  • Improved livelihoods


Sheep Group:

Who do you want to influence?
  • Development actors (policy makers, farmers, NGOs, extension research, private sector)

What would you like them to do?
  • Knowledge / information based decision making - fact based

Is there a killer message?

"Sheep production should be a profitable business"


Dairy Group:

Who do you want to influence?
  • NRS, key development partners (LNGO, INGO, extension system, learning institutions...)
  • Helps to centralize info.
  • Helps to equip with technical knowledge
  • Influence functional policy makers

What would you like them to do?
  • Thinking / working / differently (adapting tools for use in their context)
  • Internalize the need (uptake helps improving LU)
  • Locally lead choice of technology is enables
  • Dissemination of available technology
  • Conducive policy environment

Is there a killer message?
"Add FEAST, add value"
  • Demand driven (participatory approach)
  • Informed decision-making at local level
  • Give alternatives
  • Informed "action"


Feeds Group:

Who do they want to influence?
  • Farmers
  • Feed processers
  • Policy makers
  • Extension systems
  • Quality standard agency

What would you like them to do?
  • To produce more bota in quality & quantity
  • To produce in quality livestock including all required ingredients
  • Animal feed quality standards
  • Take actions that speed up commercialization
  • Creating awareness & capacity building on improved feeding systems & the sectors

Is there a killer message?

"No livestock productivity without feeds"
  • Livestock cannot grow without feed
  • Livestock productivity cannot improve without feed